Today, B2B SMEs looking to optimize their marketing efforts in China face several marketing challenges, including managing a limited budget, increased competition, and adapting to digital tools.
To increase your visibility, attract customers, and boost your sales, we recommend focusing on the four most effective and affordable channels.
1. A Baidu-optimized website: your digital storefront
Your website is much more than just an online business card. It’s a key tool for attracting customers and showcasing your expertise in your field. In China, it’s essential to optimize your site for Baidu, the most widely used search engine, so that your prospects can easily find you.
In addition to basic optimization techniques, such as keyword selection and publishing relevant content, it is important to take into account differences in user behavior.
For example, in the “Contact Us” form, it’s better to make the cell phone number a required field rather than the email address. In China, when making initial contact, people tend to opt for more direct communication tools, such as cell phones or WeChat.
In addition, collecting cell phone numbers allows sales teams to follow up with prospects more effectively and improve the responsiveness of their communications.
Make it easy for visitors to find your company’s contact information on the website. For example, place your phone number and customer service information in a prominent location so that visitors can contact you directly as soon as they see information that interests them. This maximizes the conversion of website visitors into leads.
Your website is the first point of contact with your customers. A seamless and functional user experience breaks down communication barriers. This allows your Chinese customers to choose the contact method that works best for them, facilitating more effective communication.
2. Official WeChat Account: Newsletter and Customer Service
WeChat is an “all-in-one” app in China where your prospects and customers spend time—both for work and personal reasons—every day. As a result, it has become a true ecosystem where numerous business interactions take place within a single app. For a B2B small or medium-sized business, having an official WeChat account is an opportunity to build brand awareness and engage with your prospects and customers.
With WeChat, you can share relevant content, publish case studies, offer practical advice, and keep your audience informed about trends in your industry. By maintaining regular and authentic communication, you build trust and strengthen your credibility.
By the way, have you taken full advantage of the menu bar at the bottom of your official WeChat account?
We recommend adding your website to the menu to encourage new subscribers to visit it. If you use WeCom (Enterprise WeChat), we recommend including a Customer Service contact in this menu.
This way, users who discover your business through your official WeChat account can access your website with a single click to explore your products and services in more detail. By connecting your website to WeChat, you make it easy for your prospects to contact you at any time, whenever they need to.
3. Video Marketing: WeChat Channels—the video platform integrated into WeChat
Video has become an essential communication tool in China. Short, interactive formats allow you to quickly capture attention and effectively convey your message.
We recommend using WeChat Channels, which allows you to publish video content directly integrated into your official WeChat account. WeChat Channels’ algorithmic recommendation system helps your videos reach a wider audience and boost your brand awareness.
In addition to its video feature, WeChat Channels offers a powerful tool: live streaming, which allows you to create a more dynamic interaction and further engage your audience. For example, hosting live product demonstrations, webinars, or Q&A sessions lets you engage your audience in a dynamic and authentic way.
Unfortunately, WeChat currently only allows users who have registered with a Chinese phone number to enable the WeChat Channels feature.
If you have any questions about registering an official WeChat account or activating WeChat Channels, please feel free to contact us. We will provide solutions tailored to your situation.
For long-form videos, we recommend using Bilibili, a platform where you can post product demonstrations, tutorials, and other helpful videos. Businesses can use this platform—often referred to as the “Chinese YouTube”—to create a corporate video library featuring long-form content.
4. Trade Shows: A Way to Build Trust
Despite the rise of digital technology, trade shows remain essential for expanding your network and building strong relationships with your future clients.
We therefore recommend that you focus on trade shows and targeted networking events. These events offer a better opportunity to connect with qualified prospects and forge meaningful partnerships.
Combining your participation in a trade show with digital communication significantly enhances the impact of your presence. Informing your network via your website, WeChat, and all your other channels in advance, sharing live content, and following up after the event are essential steps for maximizing your return on investment.
Don't forget to collect participants' WeChat contact information so you can incorporate it directly into your follow-up strategy. This will allow you to keep the conversation going after the event and make it easier to convert these prospects into customers.
A Coherent Strategy for Lasting Success
Setting up and optimizing these four channels is the foundation of an effective marketing strategy in the Chinese market.
But how can we strategically combine them to maximize their impact?
- Drive traffic to your website: Promote your site through WeChat articles and video content to encourage potential customers to learn more;
- Pre-event engagement: Use WeChat to announce your participation in a trade show and showcase your products through short videos on WeChat Channels;
- Post-event follow-up: Post summaries of the trade show on WeChat and WeChat Channels to stay in touch with your prospects and boost engagement;
- Centralized data management: Consolidate the information collected from your website, WeChat, and trade shows into your CRM to create detailed customer profiles and improve your targeting;
By combining a Baidu-optimized website, an official WeChat account, a video strategy on WeChat Channels, and a strategic presence at trade shows, you can increase your chances of attracting customers, building trust, and improving your visibility—all while staying within your budget.
If you'd like to take advantage of a Quick Scan to analyze your marketing presence in China, please feel free to contact us.